BIZZ Website 2.0
Overview & Guidelines for Alessandro
How to Use These Documents
- Read this overview first — it covers site-wide changes and the brand principles that guide every decision.
- Then work through each page file — they're organized section-by-section with screenshots, changes, and copy.
- Changes are numbered by priority — work top to bottom within each section.
- Copy blocks are ready to paste — the dark code blocks contain exact text for each section.
- New sections include wireframe mockups — these show layout intent, not final design. Apply your visual style.
Page documents:
The Foundation
The website currently has a strong visual foundation — the color palette, glass treatments, waveform animations, and section layouts all feel premium. Most of the changes below are about tightening structure, fixing content, and aligning copy with our positioning.
The Brand Voice in 30 Seconds
Think: "Sharp friend who knows neuroscience"
Not a supplement bro. Not a health influencer. Not a corporate brand. A smart, warm, precise friend.
The Aesop Wall Test
Would this feel at home on the wall of an Aesop store? If it reads like a GNC shelf or a startup pitch deck — rewrite it.
Less Noise, More Signal
FLOW's core message. Focus isn't about adding more — it's about removing what's in the way. The website should embody this.
Lead with Feeling, Prove with Science
Headlines create emotion. Body text delivers mechanism. Ingredient cards provide proof. In that order.
Words We Use
Always: "supports," "helps maintain," "designed to," "tools," "intentional"
Always: "functional gum," "brain states," "plastic-free," "flow state"
Never: "hack," "supercharge," "game-changer," "unleash," "revolutionary"
Never: "treats," "cures," "prevents," "clinically proven" (for FLOW), "instant"
Site-Wide Changes
Handle these first — they affect every page.
Change 1. Navigation — Lock to One Version Everywhere
The nav currently varies between pages. Lock it to this across the entire site:
Brain States
FLOW
How It Works
Why BIZZ
Shop FLOW
| Current | New | Why |
|---|
| "FLOW" (ambiguous) | FLOW (links to new FLOW landing page) | Dedicated product story page |
| "About" | Why BIZZ | More specific, matches page name |
| "Contacts" | Removed (goes to footer) | Low-value nav slot |
| "Buy Now" | Shop FLOW (filled button) | Names the actual product |
| "How It Works" missing | Added | Key page was missing from nav |
| ALL CAPS | Title Case | Warmer, more editorial |
Remove 2. Remove All Section Labels
Almost every section has a small label above the headline ("DISCOVER BIZZ", "WHY BIZZ?", "ORAL INGESTION", "WHAT'S BIZZ?", "RESEARCH TRACKS"). These labels:
- Repeat across sections and pages (e.g., "DISCOVER BIZZ" appears 5+ times)
- Talk about BIZZ instead of talking to the visitor
- Don't add information the headline doesn't already provide
Remove all section labels site-wide. The headlines are strong enough on their own.
Change 3. Each Section Lives on ONE Page Only
| Section | Currently On | Should Live On |
|---|
| Why Gum (copper section) | Homepage + How It Works | How It Works only |
| Brain States grid (forest section) | Homepage + Brain States | Brain States only |
On the Homepage, these get replaced with new content (details in the Homepage doc).
Remove 4. "Designed Like a Healthy Meal..." — Remove Everywhere
This text appears 3+ times across the site. The analogy doesn't work for gum and creates confusion each time. Remove from every page.
Change 5. Replace All Placeholder Content
| Placeholder | Replace With |
|---|
| "Nutrient Name" cards (8+ times) | Real ingredients: Huperzine A, 5-HTP, Methylated B-Complex, D3 + K2 (copy provided in page docs) |
| "Name, Surname" testimonial | Real quotes (KJ providing separately) |
| Lorem ipsum on Brain States | Real Focus description (copy provided) |
| "Theanine Acids (Thanic)" | Not a real compound — replace with Huperzine A |
Change 6. Fonts — Use NaN Fiasco + PP Neue Montreal
After review, we want to lock the site to our brand fonts: NaN Fiasco ExtraBlack for display/headlines and PP Neue Montreal (Medium + SemiBold) for body text. These are the fonts in our brand guide and they should be used consistently across every page.
Font files are included in this feedback package for download:
Change 7. Footer Updates
| Current | New |
|---|
| © 2025 | © 2026 |
| Los Angeles | Manhattan Beach, California |
| No "Shop FLOW" in footer | Add "Shop FLOW" button |
| "Blog" link | Remove (no blog exists) |
| Brain state links (Focus, Calm...) | Remove (pages don't exist) |
| "Manage Subscriptions" | Keep — we're launching with a subscription option. Ensure this links to the Shopify customer account page. |
| "Keep me updated" | "Follow the Journey" |
Add 8. Satisfaction Guarantee Near Every Primary CTA
The site currently has zero risk reversal — no guarantee, no "money back," no safety net. For an unknown brand at $21.99, this is a real conversion barrier. Confident brands offer guarantees because they know the product works.
Suggested copy (pick one, use consistently):
"Try it. If you don't feel the difference, we'll make it right."
"30-day satisfaction guarantee."
Place near the primary CTA on every page that has a "Shop FLOW" button — doesn't need its own section, just a line under the price or CTA.
Add 9. "Free Shipping Over $40" — Display Prominently, Site-Wide
Currently only mentioned once on the FLOW page. Shipping cost is one of the top reasons visitors abandon purchases. Surface it proactively — near every price display and in the footer.
Ingredient Hierarchy
When ingredient names appear anywhere on the site, follow this priority:
| Tier | Ingredient | Consumer Name | How to Use |
|---|
| LEAD | Huperzine A (50mcg) | "The focus extender" | Always mention first |
| LEAD | Methylated B-Complex | "Brain fuel your body can use" | Always mention |
| PROMOTE | 5-HTP (50mg) | "The calm molecule" | Feature prominently |
| PROMOTE | Vitamin D3 + K2 (625 IU + 50mcg) | "The neurotransmitter activator" | 4th featured card — D3 upregulates serotonin & dopamine production enzymes |
| SUPPORT | Alpha-GPC (10mg) | "Choline source" | Part of system, not standalone |
| SUPPORT | Phosphatidylserine (30mg) | "Cell membrane support" | Part of system, not standalone |
| SUPPORT | Zinc (3mg elemental) + Selenium (10mcg) | "Cognitive minerals" | Part of system, not standalone |
| SUPPORT | Vitamin C (8mg) | "Antioxidant support" | Supporting line only |
| ALWAYS | Natural Chicle & Mastic Base | "The original gum" | Mention with every product reference |
Decision-Making Mental Models
When you're unsure about a design choice, run it through these filters:
1. Would Someone Scan This?
People scan, they don't read. Bold headlines should tell the story even if body text is skipped. If a section needs a paragraph to make sense, simplify.
2. Is There a CTA Nearby?
Never go more than 1.5 viewport heights without a "Shop FLOW" option. If someone is convinced at any point, they should be able to act immediately.
3. Does This Section Earn Its Space?
Every section should do a specific job. If two sections do the same job, cut one. If a section doesn't build toward "Shop FLOW" or "Follow the Journey," question it.
4. Is This Aesop or GNC?
Aesop = editorial, warm, generous whitespace, confident restraint. GNC = busy, clinical, comparison charts, neon highlights. Always choose Aesop.
5. Am I Showing Products That Don't Exist?
Only FLOW exists right now. Every other brain state (Calm, Sleep, Motivation, Creativity) should be clearly marked as "coming" — never shown as purchasable.
6. Would I Send This Page to a Friend?
Every page should be shareable. If someone sends chewbizz.com/flow to a friend, that friend should understand the product in 60 seconds of scrolling.
New Page Structure
| Page | URL | Job | Status |
|---|
| Homepage | / | CONVERT — get visitors to Shop FLOW | Restructure |
| Brain States | /brain-states | EDUCATE — explain the framework | Restructure |
| FLOW | /flow | CONVINCE — the full product story | NEW (replaces Focus Template) |
| How It Works | /how-it-works | EXPLAIN — why gum, why these ingredients | Restructure + new sections |
| Why BIZZ | /why-bizz | INSPIRE — brand philosophy | Tighten (cut 35%) |
| FLOW PDP | store.chewbizz.com | BUY — the transaction | Shopify (separate) |
Who Lands Where — Visitor Awareness Map
Each page is designed for a specific type of visitor at a specific stage of awareness. Use this to guide design decisions — the visitor's mindset determines what they need to see first.
| Page | They came from... | Awareness | What they're thinking |
|---|
| Homepage | Google "focus gum," friend's link, ad | Solution Aware | "What is this? Is it for me?" |
| Brain States | Clicked from homepage, curious | Problem → Solution Aware | "How does this relate to my brain?" |
| FLOW | Reddit link, TikTok bio, email CTA, friend | ALL levels (must be self-contained) | "Tell me everything about this product." |
| How It Works | Clicked from homepage or FLOW | Solution → Product Aware | "Prove it. Show me the science." |
| Why BIZZ | Already interested, evaluating the brand | Product → Most Aware | "Who are these people? Can I trust them?" |
Priority Order
If tackling iteratively, work in this sequence:
BLOCKER Round 0 — Before Anything Else
!
Real testimonials must replace all "[First Name], [City]" placeholders before launch. An empty social proof section is social proof — of the wrong thing. Even 3-5 authentic quotes from friends, family, or beta testers will do. Do not launch without these.
Round 1 — Quick Wins (All Pages)
1
Remove all section labels site-wide
2
Lock nav to the unified version
3
Update footer (copyright, location, add Shop FLOW, remove dead links)
4
Remove duplicate sections (Why Gum from homepage, Brain States grid from homepage)
Round 2 — Homepage
5
Hero headline + supporting text + micro trust signal
6
Add CTA after Plastic Gum Wedge (highest-impact single change)
7
Add "The Plan" section (new)
8
Simplify Brain States Vision to teaser + email
Round 3 — Other Pages
9
Brain States: replace tabbed interface with state cards + Focus Spotlight
10
How It Works: add The Formula section (ingredient cards)
11
Why BIZZ: remove Open Research System + shorten page
12
Build FLOW landing page (replaces Focus Template)
13
Add per-state "Notify Me" to pipeline sections
Round 4 — Content
14
Replace all "Nutrient Name" placeholders with real ingredients
15
Replace testimonial placeholders with real quotes
16
Mobile sticky CTA bar on Homepage, Brain States, FLOW, and How It Works (not Why BIZZ — that page's job is to inspire, not sell directly). This is a persistent bottom bar that appears on mobile once the hero scrolls out of view — shows "Shop FLOW → | $21.99" so visitors always have a one-tap path to purchase.
BIZZ Website 2.0 Feedback · March 2026 · For Alessandro
Next: Open 1-homepage.html to begin section-by-section review